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کلاشی, مازیار, جامی الاحمدی, عبدالرحمن, یمینی فیروز, مسعود, ایراهیمی پور, هاجر. (1397). ارزیابی تأثیر ابعاد برند ورزشی بر ترجیح برند هنگام خرید (مورد مطالعه: هواداران تیم والیبال کالة مازندران). , 10(52), 203-228. doi: 10.22089/smrj.2018.5854.2179
مازیار کلاشی; عبدالرحمن جامی الاحمدی; مسعود یمینی فیروز; هاجر ایراهیمی پور. "ارزیابی تأثیر ابعاد برند ورزشی بر ترجیح برند هنگام خرید (مورد مطالعه: هواداران تیم والیبال کالة مازندران)". , 10, 52, 1397, 203-228. doi: 10.22089/smrj.2018.5854.2179
کلاشی, مازیار, جامی الاحمدی, عبدالرحمن, یمینی فیروز, مسعود, ایراهیمی پور, هاجر. (1397). 'ارزیابی تأثیر ابعاد برند ورزشی بر ترجیح برند هنگام خرید (مورد مطالعه: هواداران تیم والیبال کالة مازندران)', , 10(52), pp. 203-228. doi: 10.22089/smrj.2018.5854.2179
کلاشی, مازیار, جامی الاحمدی, عبدالرحمن, یمینی فیروز, مسعود, ایراهیمی پور, هاجر. ارزیابی تأثیر ابعاد برند ورزشی بر ترجیح برند هنگام خرید (مورد مطالعه: هواداران تیم والیبال کالة مازندران). , 1397; 10(52): 203-228. doi: 10.22089/smrj.2018.5854.2179

ارزیابی تأثیر ابعاد برند ورزشی بر ترجیح برند هنگام خرید (مورد مطالعه: هواداران تیم والیبال کالة مازندران)

مطالعات مدیریت ورزشی
مقاله 10، دوره 10، شماره 52، بهمن و اسفند 1397، صفحه 203-228    اصل مقاله (495.19 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22089/smrj.2018.5854.2179
نویسندگان
مازیار کلاشی* 1؛ عبدالرحمن جامی الاحمدی2؛ مسعود یمینی فیروز3؛ هاجر ایراهیمی پور4
1دانشجوی دکتری مدیریت ورزشی، دانشگاه رازی
2دانشجوی دکتری مدیریت ورزشی، دانشگاه فردوسی مشهد
3کارشناسی‌ارشد مدیریت ورزشی، دانشگاه شمال، آمل
4دانشجوی کارشناسی‌ارشد مدیریت ورزشی، دانشگاه الزهرا، تهران
چکیده
هدف پژوهش حاضر، بررسی تأثیر ابعاد برند ورزشی تیم والیبال کاله بر ترجیح برند هنگام خرید بود. این پژوهش ازنوع توصیفی – همبستگی بود و جامعة آماری آن طرفداران تیم والیبال کالة آمل در شهر آمل بودند. نمونة آماری با توجه به فرمول کوکران برآورد شد و درنهایت، 317 پرسش‌نامه تجزیه‌وتحلیل آماری شدند. نتایج نشان داد که تجربه، هویت و شخصیت برند بر رضایت از برند و وفاداری به برند تأثیر مثبت و معناداری داشت. همچنین، رضایت از برند و وفاداری به برند بر ترجیح برند تأثیر مثبت و معناداری داشت؛ اما رضایت از برند بر وفاداری به برند تأثیر معناداری نداشت. نتایج آزمون سوبل نیز نشان داد که شخصیت و هویت برند ازطریق رضایت از برند و وفاداری به برند بر ترجیح برند و همچنین، تجربة برند ازطریق رضایت از برند بر ترجیح برند تأثیر مثبت و معناداری داشتند؛ اما تجربة برند ازطریق وفاداری بر ترجیح برند و شخصیت، هویت و تجربه ازطریق رضایت از برند بر وفاداری و همچنین، رضایت برند بر ترجیح ازطریق وفاداری به برند تأثیر معناداری نداشت. درنهایت، این یافته‌ها نشان می‌دهد که درصورتی هواداران تیم کاله برند این باشگاه را نسبت به سایر برندها درهنگام خرید ترجیح می‌دهند که مؤلفه‌های تشکیل‌دهندة شخصیت، هویت و تجربة برند این باشگاه، مؤلفه‌های قوی و موردتأیید آنان باشند تا درنتیجه، رضایت و وفاداری آنان را فراهم آورند و به ترجیح برند درهنگام خرید منجر شود.
کلیدواژه‌ها
ابعاد برند ورزشی؛ وفاداری برند؛ رضایت از برند؛ ترجیح برند
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